fineco Evolving future
The brief.
The new Fineco ‘Evolving Future’ communication campaign, born from a creative idea of McCann Worldgroup Italy and produced by Pink Salt, represents the sequel to the first train wrapping, created by the brand in 2022. The project involves the external clothing of a train on the M1, M2 and M3 lines of the Milan metro, the internal cladding of an M4 train and the creation of a domination of the Santa Radegonda Tunnel.
Telling the story of Milan, an open minded city, oriented towards the future and sustainability, where tradition and innovation blend in a dynamic and harmonious way towards a better tomorrow. Imagining what the Milan of tomorrow will be like, representing it even more inclusive, futuristic, green and electric.
“Embrace inclusiveness today, foster sustainability tomorrow”
THE IDEA.
“What does it mean to live sustainably?”
The illustrations, represent a collective march towards the future, the artist focuses on the human aspect of sustainability, creating a parade of people who interact with each other, where each one performs a different action and plays a different role in society. However, the common direction suggests the same purpose.
Each illustration deals with one of the 3 pillars of sustainability, imagining the Milan of tomorrow where inclusion and ecological awareness are the protagonists of everyday life.
Environmental Sustainability is the ability to preserve and protect the natural environment over time through appropriate practices and policies, satisfying present needs without compromising the availability of resources for the future.
Keywords: Clean energy, Biodiversity, Renewable resources, Electricity, Air quality, Ecological city.
Economic Sustainability defines the approach by which economic activities are conducted in such a way as to preserve and promote long-term economic well-being. In practice it aims to create a balance between economic growth, resource efficiency, social equity and financial stability.
Keywords: Impact 0, Km 0, Used, Recycling, Small Entrepreneurs, Work, Technology.
Social Sustainability implies attention to the well-being of people and communities. It is about promoting equity, human rights, access to education and health and decent employment. It aims to create inclusive societies, reduce inequalities and ensure long-term well-being for all people, preserving social cohesion and justice.
Keywords: Culture, Inclusion, Minorities, Equal rights, Gender freedom and opportunities, art, community.
